This document summarizes research conducted at a Baskin Robbins franchise location in Evergreen, Colorado. It includes information about the owner, employees, customer demographics, competitors, and factors affecting the brand. Research methods like interviews, observations and clue scanning were used to understand the customer experience. The experience was mapped across 8 steps from pre-purchase intentions to exit. Recommendations were provided to enhance the experience by making it more fun, interactive and family-oriented through changes like theme parties, play areas, and DIY activities. The franchise aims to adopt these recommendations to strengthen emotional connections with customers and differentiate from competitors.
8. • History
• Brand Identification
• Target and Position
• Competition
• Factors that affect the brand
9. • Baskin Robbins Franchise
– Location: Downtown Evergreen, Colorado
– Opened in 1981
• Owner: Annie Hunter
– Purchased in 2007
– Provided us with great opportunities for
Experimentation
– Ensured Full Cooperation of Staff
12. Younger generations range from 18 to
34
Families with children
Older customers who visit ice cream
shops as a way of treating themselves
Health- conscious customer
14. • Local
– Very little competition
• Local Restaurants, Menchie’s Frozen
Yogurt
• National
• “Theater like Experience”
– Cold Stone, Marble Slab, Maggie Moo’s
15. • What is Baskin Robbins Doing?
– Innovation, Top-notch Ice Cream Flavor,
Great Value
– Maximize Quality
– Offer Wide Variety
– Adapt to Customer
16. • Increase in health consciousness among
customers.
• Dwindling consumer discretionary spending.
• Higher cost pressures troubling food and
beverage sector.
• Shift in Ice Cream Consumption in U.S.
18. • Corridor of Experience
• Clue Scanning
• ZMET
• Building the Experience
19. The size of the vertical dimension
indicates the depth of the experience—the
number of contacts and the importance of
the contacts.
20.
21. Step 4- Purchase
Menu Freezer Choices of Products Displays
Step 3-Initial Contact (Inside)
Greeting Decoration Cleanliness Product Smells
Step 2- Initial Contact (Outside)
Signage- See Your
Store
Store “Curb” Appeal Parking Location
Step 1- Pre-purchase Intention
Offline Marketing Online Marketing Word of Mouth Decide on Ice Cream
22.
23. Step 4- Purchase
Menu Freezer Choices of Products Displays
Step 3-Initial Contact (Inside)
Greeting Decoration Cleanliness Product Smells
Step 2- Initial Contact (Outside)
Signage- See Your
Store
Store “Curb” Appeal Parking Location
Step 1- Pre-purchase Intention
Online Marketing Offline Marketing Word of Mouth Decide on Ice Cream
24. Step 4- Purchase
Menu Freezer Choices of Products Displays
Step 3-Initial Contact (Inside)
Greeting Decoration Cleanliness Product Smells
Step 2- Initial Contact (Outside)
Signage- See Your
Store
Store “Curb” Appeal Parking Location
Step 1- Pre-purchase Intention
Online Marketing Offline Marketing Word of Mouth Decide on Ice Cream
25. Step 4- Purchase
Menu Freezer Choices of Products Displays
Step 3-Initial Contact (Inside)
Greeting Decoration Cleanliness Product Smells
Step 2- Initial Contact (Outside)
Signage- See Your
Store
Store “Curb” Appeal Parking Location
Step 1- Pre-purchase Intention
Online Marketing Offline Marketing Word of Mouth Decide on Ice Cream
26. Step 8- Termination/ Exit
Greeting “Thank you
for coming in”
Coupon Loyalty Program
Capture Customer
Data
Step 7- Consumption of Product
Taste/Quality of
Product
Product Container-cup,
cone, spoons, etc
Availability of Napkins
Attentiveness of Staff
for Other needs
Step 6- Delivery of Product
Cleanliness of Product
Presentation of
Product
Reinforcement
Greeting- “Thank you”
Ask If There Are
Additional Needs
Step 5- Preparation of Product
How Items Are Made
Cleanliness of Work
Area
Cleanliness of
Employee
Cleanliness of
Machines
27.
28. Step 8- Termination/ Exit
Greeting “Thank you
for coming in”
Coupon Loyalty Program
Capture Customer
Data
Step 7- Consumption of Product
Taste/Quality of
Product
Product Container-cup,
cone, spoons, etc
Availability of Napkins
Attentiveness of Staff
for Other needs
Step 6- Delivery of Product
Cleanliness of Product
Presentation of
Product
Reinforcement
Greeting- “Thank you”
Ask If There Are
Additional Needs
Step 5- Preparation of Product
How Items Are Made
Cleanliness of Work
Area
Cleanliness of
Employee
Cleanliness of
Machines
29.
30. Step 8- Termination/ Exit
Greeting “Thank you
for coming in”
Coupon Loyalty Program
Capture Customer
Data
Step 7- Consumption of Product
Taste/Quality of
Product
Product Container-cup,
cone, spoons, etc
Availability of Napkins
Attentiveness of Staff
for Other needs
Step 6- Delivery of Product
Cleanliness of Product
Presentation of
Product
Reinforcement
Greeting- “Thank you”
Ask If There Are
Additional Needs
Step 5- Preparation of Product
How Items Are Made
Cleanliness of Work
Area
Cleanliness of
Employee
Cleanliness of
Machines
31.
32. Step 8- Termination/ Exit
Greeting “Thank you
for coming in”
Coupon Loyalty Program
Capture Customer
Data
Step 7- Consumption of Product
Taste/Quality of
Product
Product Container-cup,
cone, spoons, etc
Availability of Napkins
Attentiveness of Staff
for Other needs
Step 6- Delivery of Product
Cleanliness of Product
Presentation of
Product
Reinforcement
Greeting- “Thank you”
Ask If There Are
Additional Needs
Step 5- Preparation of Product
How Items Are Made
Cleanliness of Work
Area
Cleanliness of
Employee
Cleanliness of
Machines
39. • Owner - Annie Hunter
Respected
Social capital
A positive attitude for research
• Employees
A very can - do attitude
Young, customer centered
Instrumental and supportive in our Research
49. C
L
U
E
Change Interesting Uniform
Provide Toys On the Table
Add a Small Playground Outside
Build An Interesting Corner
Supply Funny Elements In the Restroom
Redecorate the Wood Signage
Add Ice Cream Logo
Offer Sample Trial Notice
50.
51. • Increase staying time
• Longer Stay, More Consumption
• Encourage Children to Return
52. • Majority Customer: Families and Children
• Increase staying time
• Longer Stay, More Consumption
• Encourage Families to Return
53.
54. • Key theme- Fun
• Restroom- Clean But Not Interesting
55. • Ordinary
• Not Funny
• Basic Information without Emotional
Connections
• Example elements: Ice Cream Logo and Kids
eating Ice Cream
56. • New Customers May not be able to notice the Signage
outside
• Capture New Customer’s Attention
57. • Baskin Robbins Is Famous for Offering Sample Trial
• New Customers don’t Notice That (Hardy)
58. C
L
U
E
Hold Theme Party
Organize Community Events
Create An Ice Cream Bar to Eat or Viewing Area
Change Wall Decoration
Offer More Comfortable and Upscale Seats
Place Stand-up Menus on the Table Where the
Customers Sit
Offer Baskin Robbins Stickers to Children
59. • Special Products for Particular Occasion.
• No Particular Decoration on Special Day
• Example: Valentine’s Day
62. • Majority Customers on Weekdays: Local
Families in Evergreen
• Add Family Elements
• Make it “Home”
• Emotional Connections
• Example: “Happy Moment”
63.
64. • Only One Place Has Menu
• Hard to Read
• Reach the Menu Easily
• Attract to buy more
65. • Remember and Recall
• Funny
• Emotional Connections with Children
66. C
L
U
E
Have More Interactions with Children
Enhance the Way in Which Employees Greet the
Customers
Improve Communication between Employee and
Customer
Issue Nametags to Employees
DIY (Do it Yourself) Day for Children
67. • Remove One of the Cash Registers
• Watch how the product is produced
• Children likes interesting things
• Example: Step up, Stools
68. • Learning the Names of Frequent Customers
• Greeting them More Personal
69. • Majority Customer on Weekdays: Local
Families
• Collect customers information
• Enhance Conversation
• Engagement - Anticipation
70.
71. • Children- majority of customer
• Learn how to make ice- cream or cake
• Extraordinary experience
73. • Corporate vs. Evergreen Franchise
Adopting Stage
Deeper emotional connection
Close experience gap
74. • Innovation
Adapt to customers
Stand out from competition
4 CEM dimensions
• Building the Experience
Clue recommendations
Functional, Mechanic, Humanic
